Estee Lauder, through its Origins brand, became the first cosmetics company to offer a USDA-certified 95 percent organic line of cosmetics in 2007, and the brand continues to innovate; now, with .ORIGINS, Estee Lauder hopes to provide a targeted, specialized namespace for those products. Like all branded extensions, .ORIGINS provides consumers with a brand-associated domain they can trust. However, because it is a closed registry, only Estee Lauder will be able to use .ORIGINS.